Trades Show Up Campaign

ServiceTitan has a great founders’s story. Two first-gen kids with fathers in the trades build a multi-billion dollar SaaS company for the trades.

When Covid hit, one of the founders called me and said, “My dad’s guys don’t want to go to work. They’re scared they’ll get someone sick or themselves but they have to. How can we show them that we see them and we’re behind them?”

I knew our customers and I knew they didn’t want to be called heroes. I realized that during every crisis in America, a plumber unplugged a drain. A heating/cooling guy got the AC working. No matter what was happening in the world, the trades showed up.

With that insight, I wrote a script and partnered with Vancouver’s Giant Ant to animate. My in-house team handled everything else.

We hit a roadblock when the social team didn’t want to use #tradeshowup. “No one shares hashtags anymore,” they said. I knew our customers, though. This was something they would share.

The result: We had over 1000 uses of the hashtag, which for a B2B company is huge.